Dear All (and Vincent),
Vincent Rieuf wrote me off-list to explain his work in greater detail. His work and procedures address the concerns I raised in my response. The one thing remaining is to discuss with his supervisor the use of trademarked names in the thesis. He has already done everything else from literature search to ethics clearance.
This was not clear from Vincent’s short query to the list. As a result, my reply may have been too blunt. I am happy to say that Vincent has addressed the concerns I raised.
Two interesting questions remain. On these, I have a short answer.
First, Vincent’s literature review covers similar projects. Some use trademarks, some don’t. The open question suggests a look at the broader methodological literature extending beyond design. This is the question of the degree to which a thesis should explain the details of a scenario used to confer a great sense of reality on the laboratory setting. Even though the brand names and identities are not the central issue, they are part of the process. My sense in a case such as this is that one should report the brand names as part of the scenario used to establish context and tone.
Second is the question of trademarks and permissions. I don’t see disclosing the brand names used in the experimental setting as advertising for the brands or the companies that own them. Brands have identity, identification, and attributed values. That is why a scenario might fruitfully employ brands. Even if the specific brand is not central to the experimental process, it affects the way that participants think and act. I’d say that one ought to disclose the brands if possible.
Without a clear legal opinion, I cannot say with certainty that one is legally permitted to use a brand name in the thesis. Having used brand names in the experiments, it is best to report the full process. I’d say that the brand names should be part of the thesis unless it is legally forbidden. It would be best to explain that 1) brand names were used in a simulated setting for experimental purposes only, 2) this was done without the involvement of the companies whose brands were used, 3) the brand names were used to set tone and context for the process, and 4) the experimental results entail no involvement with the companies whose brands were used.
Sorry about my concern over the other issues. Now that Vincent has explained his work, it is clear there was no reason to be concerned.
Best regards,
Ken
Ken Friedman, PhD, DSc (hc), FDRS | University Distinguished Professor | Swinburne University of Technology | Melbourne, Australia | [log in to unmask]<mailto:[log in to unmask]> | Mobile +61 404 830 462 | Home Page http://www.swinburne.edu.au/design/people/Professor-Ken-Friedman-ID22.html<http://www.swinburne.edu.au/design> Academia Page http://swinburne.academia.edu/KenFriedman About Me Page http://about.me/ken_friedman
Guest Professor | College of Design and Innovation | Tongji University | Shanghai, China
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